3-2-1: The Perfect Offer, 8,260 Replies, Verb Tips

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Hey — It's Harry

It's 3:47am, I'm in the big smoke. Alone. Laptop. Green tea. Looking at the whiteboard like a dozy dog. Six words on it. Five with lines through.

“Intro” glares at me. I glare back. The final horcrux. Sip some tea. Is this any good? I don't know. My tea tastes cold. I should press send.

Estimated read time: 2 minute 31 seconds.

Before we begin... a big thank you to this week's sponsor.

• Rain or shine there's one email I read every day

• Ben spends millions / mo testing ads, sends you the best ones!

• It's great inspo. I love it. Click here - I'll add you

Two Short Examples

1/ 100% of Ralph Lauren's tweets are statements

But ~70% of Calvin Klein's tweets are questions.

What's happening?

Well, since Elon took over Twitter's algorithm is open source. TL;DR:

1 reply is worth 13.5 retweets and 27 likes.

Replies are HUGE. So take heed. Learn from Calvin:

“Don't write at the reader. Involve her.”

2/ Sky Bet's Perfect Offer

The average cost to acquire a betting customer is ~£200. SkyBet are doing it for £2.60. What?!

Okay. So. 99% of bookmakers have some kind of “Bet £10, get a £20 free bet” offer. Cool. Whatever. No differentiation.

Sky Bet came up with something wildly different:

“Super 6: Predict six correct scores. Win £1 Million.”

All you need is a Sky Bet account. Why such a hit?

- Low friction: Completely free, takes 20 seconds

- Fits into my life: “I'm watching the games anyway”

- Fits into my social life: “All my friends play”

- Huge prize: A million is a talk trigger

- Seems doable: “Guess six scores? Can't be that hard.”

Of course, they don't tell you that guessing six exact football scores is about as likely as winning the lottery. Alas. Probability.

The numbers speak for themselves.

• 15 years. £13 million paid. 5 million downloads.

• Napkin maths: 13/5 = £2.60 CPL

• Sky Bet valuation up 600% since launch (now £3.5 billion)

And that, friends and enemies, is why you learn how to write an offer. Hope whoever came up with it got a slice.

Three copywriting tips

1/ Kill set-up verbs

h/t Tactics for Tight Writing

2/ Repetition creates rhythm. Rhythm creates memory.

3/ Don't think about “capturing emails”

Think about creating something worth subscribing to.

One Favourite Tweet

That's all folks. If you enjoyed today's issue please do reply (it helps with deliverability). If you didn't you can unsubscribe here.

See you next Monday (or Tuesday) (or Wednesday) — Harry

P.S. Want to sponsor? One slot left. 125k marketers. Details here.

P.P.S. Song of the week

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3-2-1: The Perfect Offer, 8,260 Replies, Verb Tips

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